Carolina Hurricanes and steel giant Nucor seal historic sponsorship deal
Carolina Hurricanes have secured a groundbreaking sponsorship deal with Nucor, making the NHL franchise the first major professional sports team to form such a partnership with the steel producing and recycling giant based in Charlotte.
Starting late last week, as the Hurricanes took on St Louis Blues at PNC Arena, the team proudly display the Nucor patch on their jerseys. Although specific terms of the agreement have not been immediately disclosed, typical NHL jersey patch deals fall within the mid-seven-figure range annually, with a minimum duration of three years, according to league regulations.
Oak View Group played a pivotal role in representing the Hurricanes during the sponsor search and negotiation process.
Ready to steel the show 🔜 pic.twitter.com/Dg722yf1zk
— Carolina Hurricanes (@Canes) January 5, 2024
This collaboration signifies an opportunity to enhance brand visibility for Nucor within its home state and extend its reach across the United States and Canada, particularly during the team’s away games. Beyond jersey branding, the Hurricanes will extend hospitality to Nucor at PNC Arena and explore opportunities for employee and client engagement in other NHL arenas. Nucor aims to leverage this partnership to promote its sustainable steel products.
The timing of the agreement aligns with the Hurricanes embarking on the development of a dynamic mixed-use entertainment district around PNC Arena. As the project unfolds, it is evident that a substantial amount of steel will be required.
The envisioned district includes over 100,000 square feet of retail and dining space, 150,000 square feet of office space, 200 multi-family residential units, a 150-room hotel, and a 3,000-5,000-capacity indoor music venue.
Nucor’s venture into sports sponsorship extends beyond this landmark deal with the Hurricanes. The company has previously formed partnerships with high-profile PGA event the Wells Fargo Championship, held in Charlotte, and the USL Championship soccer club Louisville City FC. This diverse portfolio demonstrates Nucor’s commitment to aligning its brand with key sporting events and teams across various disciplines.
The Hurricanes have played out of Raleigh, North Carolina, since 1997 after the Conetticut-based Hartford Whalers relocated there. They won their only Stanley Cup Finals title to date in the 2005-06 season.
Image credit: Carolina Hurricanes
